Rotman School of Management

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Marketing Communications Strategy & Brand Experience

Persuade or inform. What's your strategy?

Marketing is the art of persuasion; communications is the art of information. Perfecting your approach to both is crucial to reaching your target audience. Need a marketing strategy to achieve your business goals? Contact us.

Marketing Strategy

Reaching your business goals starts with strategy. In the context of marketing, this involves determining your overall vision, objectives and the tactics you will deploy when and how. There are mass tactics that help you build awareness and source leads, such as:

  • advertising (online and in print are the most common)
  • Search Engine Optimization and Search Engine Marketing
  • video
  • web design and development

And there are lead cultivation or relationship marketing strategies that help you connect with your audience, such as:

  • enewsletters
  • social media
  • events

Rotman Marketing can help you plan an integrated strategy across both mass and relationship marketing approaches. We have tools and processes that help you think through your next steps. Remember each tactic requires detailed planning, creative development and execution/production and therefore the more time you build into the process the better.

Communications Strategy

A communications strategy is complex and to design it effectively often requires deep thinking and process design. We are fortunate to have business design capacity on our Marketing team lead by Eugene Grichko. We help you think through how you communicate with your audiences from the outset to the conclusion of your initiative.

We have tools and templates that help you plan how you will engage with your audiences in a meaningful way.  

Elevator Pitches- feel free to reduce, re-use and recycle!

Rotman School of Management Overview


  • Part of the University of Toronto, Canada’s leading research university
  • Top business school in Canada according to the Financial Times
  • Range of graduate and undergraduate degrees
  • Executive Education programs are top ranked for new skills and learning
  • Graduating 500 new alumni each year for a total of almost 13,000, 12% of whom are in senior executive roles.

Longer version:

  • The Rotman School of Management is part of the University of Toronto, one of the world’s top teaching and research universities, and is located in downtown Toronto, North America’s third largest financial center and 4th largest city. As the #1 business school in Canada and the largest in terms of class size and program depth, we offer four MBA programs, (a full-time, morning/evening MBA, EMBA and global EMBA), as well as undergraduate, PhD and Master of Finance programs. Participants in Rotman’s Executive Programs rank us number one for new skills and learning according to the Financial Times. Graduating 500 new alumni each year for a total of almost 13,000, 12% are in senior executive roles, from presidents, to CEO’s, to CFO and COO (etc.)


Dean Roger Martin completes his term in June, 2013


  • Transformed Rotman into a world-class business school
  • Expanded it in terms of physical size and talent – students, faculty, researchers and staff
  • Has transformed business education through Integrative Thinking
  • He will continue at Rotman as faculty in the startegic management area and he will continue his research with one of the school’s leading research centres, the MPI.

Longer version:

Roger Martin was dean of U of T business school from 1998-2013. He helped transform the Rotman School of Management into the number one business school in Canada, and a major competitor with the world’s top-tier schools. Under his leadership, the school quadrupled its endowment, tripled its physical footprint, its student body and its faculty, and has become the destination for international firms looking to hire Canadian talent. Through his leadership and compelling vision, he earned the respect of the business community, while attracting generous donors, world-class faculty and talented students. The next dean, Tiff Macklem, assumes responsibility for the School in July 2014 and looks forward to continuing Rotman's trajectory as a leader in innovative business education. Roger will continue his research with one of the school’s leading research centres, the MPI.       

Pym BuitenhuisDirector of Marketing

Rotman School of Management
University of Toronto
105 St. George Street, Rm 4066
Toronto, ON
Canada M5S 3E6

Tel: 416.978.0914

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